The “Try Me” cards are being sent to a combination of people who live near a Waitrose but might not shop there normally or lapsed shoppers that haven’t visited recently or shop with Waitrose infrequently.
The card offers 10% off all shopping at Waitrose between now and 4 November, and hopes to convert more customers to shop with Waitrose regularly.
The initiative comes as Waitrose launches its biggest ever value driven ad campaign.
A Waitrose spokesperson says: “In this tough economic climate value for money is, of course, very important to everyone. So we believe this discount card will encourage people who don’t currently shop with us to experience our value, quality and service.”